Continuous Improvement: The Omnichannel Commerce Playbook

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Why Read This Brief

Omnichannel fulfillment capabilities — the ability to offer the customer cross-channel visibility and ordering options — have become standard offerings for leading retailers. Many started by offering the ability to order online for in-store pickup, and they now offer ship-to-store, endless aisle, and even "buy online, return to store" services. This report examines the current state of these offerings, how retailers are overcoming execution challenges, and how to conduct and track continuous improvement.

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